Emailing is not only about emailing platforms ! Around this discipline, which is becoming more and more complex, a consequent service offer has developed, ranging from the acquisition of email addresses to full service. We will try to define each of these services in alphabetical order:
Graphic design of emails
Designing an email is very different from designing a website or a poster. The designer must master some of the specific limitations of email and have a good understanding of the different uses of email. Similarly, html integration of an email is also very different from html integration of a web page. Given the number of different email clients, it is very complex to make an html code compatible with all of them.
Customer knowledge
Who are my customers, what can I learn from their behavior, what is the best way to group them into segments, how to communicate to these different groups, ... these are some of the questions that have been linked to direct marketing for a long time and that are still applicable in email marketing. It is a complex specialty that requires the intervention of specialists.
Consulting and strategy
Emailing is often considered as a simple media to exploit ... but this is unfortunately not the case. With the right advice and strategic vision, it is possible to go much further and significantly optimize campaign results. Many players in each of the emailing disciplines offer you not only operational services, but also advice and strategic support.
Independent consultant
To be advised in all independence? This is what many independent consultants in the field of emailing offer you. From the most specialized, for example in deliverability or ergonomics to the most generalist, there is something for everyone!
Email Enrichment
Just like in other direct marketing disciplines, it is possible to enrich your email files with different information, for example, gender codes or missing first and last names. There is also what is called email appending, which allows you to enrich a customer file in which you already have a postal address with email addresses.
Emailing training
In order to train yourself or your team to email marketing, there is a very large offer of emailing trainings. Again, these emailing trainings will be either very general or very specific by exploring a particular domain, for example trainings on the deliverability of your emails or trainings on responsive email. These trainings are provided by different types of actors: training centers, independent consultants, email routers, ...
Full service
Full service in email marketing is the possibility offered by certain structures to manage your email production from A to Z. This emailing outsourcing is becoming increasingly popular with companies that want to focus on their core business.
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Database management
The management of an email address database should always be coupled with the management of a company's marketing and CRM database. If your email routing platform does not offer you a complete management of your data, it can be interesting to ask for the help of a company specialized in this field. This will allow you to have a 360° view of your customers and prospects whatever the media used to communicate with them.
Data quality management
The quality management services for your emailing data will allow you to clean up Bounces, to deduplicate the profiles present in your files, to normalize the different types of data, etc.
Email file rental
It is one of the emailing services for which you will find the most providers on the market, often with very different offers. The email acquisition market will allow you to recruit new prospects and customers either on a CPM (cost per thousand) or on a performance basis (cost per lead or cost per action).
Emailing preview
Email preview services allow you to check the display of your emailings in several email clients. More and more email routers offer this feature directly in their sending platforms, but there are also many independent services.
Retargeting by email
Retargeting by email allows advertisers to use the behavioral data of a user to contact them by email. The most classic example is the abandonment of a cart on an ecommerce site, the site will have the opportunity to recontact the user by email, either directly if he is already known to the site, or through a retargeting platform.
Email Routing
There are many different email platforms. From the simplest that only offer basic features like list uploading and email editing to more complex platforms that incorporate some of the features described above.
Comment
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2 réponses
Hello,
Today, responsive email can be added as a service in its own right, whether it is managed by the provider's design studio or is a feature integrated into the emailing platform.
It is also possible to couple emailing and SMS services, especially for retargeting campaigns.
Hello Emna,
For me, the services on the responsive email should be included in the part "Graphic creation of emails".
Thanks for your comment!